Marketing 301-Brand Management And Product Marketing Imperative
We are in an era of content ubiquity. Everything is available to everyone. User needs and habits are changing, and noise in the channel is loud. Success in 2005 and beyond rests in product marketing by publishers and commercial information providers, which brings a heightened level of attention and new skills to the marketing equation. Improving marketing acumen and discipline is essential, no longer simply a matter of "marcom as marketing" or "product management as 'item sold.'" The imperative is for brand management and product marketing: to consider products and their brands successfully and totally in the eye of the beholder -- the market.